Clients and prospects are always asking, what is the optimum length for different types of videos for my business? After researching various sites such as HubSpot, YouTube and Google, we put together this blog to discuss length for video for sales and marketing B2B.
The rule of thumb is to keep most videos under two minutes, but optimal video length varies depending on where you share or embed it. But the length for any particular video depends entirely on the use case, channel, industry, and where it fits in the marketing and sales funnel. The earlier the stage, the shorter. The later, the longer.
Video Length on Your Website
The optimal length of a homepage video is similar to that of a TV commercial—30 to 60 seconds. You can go over, but only if the video is substantive.
Website videos don’t necessarily need to offer complete answers, either. Homepage explainer videos that tease the value of your product but leave some questions unanswered are more likely to drive viewers to schedule a sales call.
Also make landing page videos short: 30 to 60 seconds. Studies show that one fifth of landing page viewers bounce after 10 seconds. One-third bounce within 30 seconds.
Videos can help hold their attention, and can do a lot to increase conversions.
In case you’re wondering, place your videos above the fold so it’s one of the first things viewers see.
Video Length on for Email Marketing
There’s no optimal video length for emails but in most cases, it is recommend keeping it to 45 seconds or under (unless you have a highly engaged audience).
Make sure the subject line contains the word “video,” which can increase open rates 19%, and the email body contains a clickable thumbnail, which increases clicks 65%.
Video Length on for Sales Video
The earlier stage the outreach, the shorter the video, generally.
Cold outreach videos should be 30 seconds or under, but mid and late-stage outreach usually involves answering questions and those videos can be several minutes long.
Make your top-of-funnel videos short and snappy—think a matter of seconds, not minutes.
Window shoppers and unaware prospects typically won’t invest much time.
The further you go down the funnel, however, the longer your videos can afford to be—think minutes. The optimal video length is whatever viewers are willing to consume.
Video Length on for Explainer Video
Make your explainer videos 60 to 90 seconds. These are generally top-of-funnel assets but, unlike ads, they imply some intent on the viewer’s part to learn about the product.
If it takes over a minute to deliver on that answer, it’s not the end of the world.
Video Length on for How-To or Tutorial Video
Mid-funnel how-to videos should be between two and 10 minutes. By this point, you have your audience’s interest and engagement, and the goal is to teach more than it is to entertain.
Or, perhaps they’re customers, and the goal is to teach them how the service or product works, in which case, they’re probably fairly forgiving.
But the more you can condense your message, say things concisely, and let viewers get on with their day, the more the videos will be appreciated and perhaps even shared.
Video Length on for Demo Video
Make your demo videos two to five minutes long. It’s better to produce several smaller demos, each on one aspect or feature of the product, than one big one. It’s a lower barrier to entry for your viewers, and you can always string them together in a playlist for those who want the whole thing.
Video Length on for Case Study Video
Case study video length can vary widely, but viewers are likely mid or late-stage prospects who are apt to consume five to 10 minutes of video. You can always cut up longer video case studies into bite-sized 60 to 90-second testimonials, which are useful on your website, in email, and on social channels.
Video Length on for Webinar
Make webinars 15 to 60 minutes long. Webinars are for deep-diving into topics and often feature multiple speakers, segments, and a Q&A.
Video Length on for One-to-One Sales Video
Sales outreach, especially to cold prospects, should be short: 30 to 60 seconds. Any longer and you’re liable to spoil their appetite for talking more.
Mid- and late-stage sales outreach to reconnect with prospects who have gone cold or who have paused their evaluation, should be about the same.
But if you’re answering a prospect’s question, the video can be longer. They requested it, after all.
Video Length on for Promo Video
Make your promo videos the same as traditional TV advertisements: 30 to 60 seconds. It’s a tried-and-true format and, if it’s good enough for the big advertisers, it’s good enough for most businesses.
Video Length on for Culture Video
Make your company culture videos two to four minutes long (think fun holiday video, or if you’re trying to attract candidates with a recruiting-style culture video, go shorter: One to two minutes.
Video Length on for Interview Video
Interview videos are a special case that can be on the lengthier side. If your CEO interviews a special guest for a fireside chat, it’s probably okay that it runs longer that most—say, six to 10 minutes. That gives them enough time to go back and forth a few times, and for the conversation to explore multiple stories and perspectives.
Video Length on for Thought Leadership Video
Thought leadership video length depends heavily on the use case, format, and content. If you’ve got a well-rehearsed, revelatory message, 10 to 15 minutes is appropriate. (That’s about the length of a TED Talk.) If you’ve only got a short, informal update recorded on your smartphone at a conference and bound for Twitter or LinkedIn, 45 seconds to two minutes is probably all you need.
Video length is dependent on the video’s ultimate goal and the target viewer’s funnel stage, and therefore a viewer’s level of investment and commitment to you. Remember too that view counts don’t necessarily equal success. Judge video success by richer metrics like signups, conversions, pipeline, and revenue.
